Advertainment is a term used to reflect the intertwining relationships between advertising and entertainment. Typically it refers to media that combines various forms of entertainment (television, movies, songs, etc.) with elements of advertising to promote products or brands. An example would be product placement in a film. The word is a portmanteau of advertising and entertainment. History Marketers' approach to using entertainment content to promote their products dates back to the use of branded products in early motion pictures. It represented a cooperative venture between a filmmaker and a company in which on-screen exposure of a product, off-screen endorsement by an actor, or a combination of those were traded for paid advertising and unpaid promotions by the company. Often products were offered for use in films in return for publicity stills for use in companies’ advertising. The first film to win an Academy Award for Best Picture, "Wings" (1927), featured a prominent placement of Hershey's candy. Companies commonly sponsored radio programs, and sometimes even helped write them to include product pitches, as with Ovaltine flavored milk supplement and the "Little Orphan Annie" radio show. early television programs sometimes included branding in the name of the programs, such as “The Colgate Comedy Hour”, "Texaco Star Theatre" or even "Camel News Caravan". Advertiser-sponsored programming began to fall from favor with quiz-show scandals of the late 1950s, which involved sponsors. This gave rise to commercial breaks and produced 60-second or 30-second ads. A transcendent instance of product placement, one aspect of advertainment, involved the 1982 hit movie E.T. the Extra Terrestrial. The Mars candy company rejected an offer to feature M&M's in the Steven Spielberg blockbuster. Hershey (the sponsor involved in the "Wings" promotion 55 years before) provided Reese's Pieces, and its product's sales dramatically increased, perhaps as much as 300%. Other companies attempted to replicate Hershey's brand-placement success to increase awareness of their brands and generate sales. FedEx gained exceptional brand placement in the 2000 Tom Hanks film "Castaway," and in an unusual arrangement paid nothing for the exposure. The plot involves a fatal crash of FedEx planes, and the company agreed to that negative exposure in return for significant brand presence, even provided filming locations at its package sorting hubs in Memphis, Los Angeles and Moscow, as well as airplanes, trucks, uniforms and logistical support. The increasing popularity of the usage of integrated advertising in films has further grown in recent